Amazon’s marketplace is a numbers game—but not all the stats that matter are obvious. Beneath the surface of flashy GMV and headline sales, there are quiet trends reshaping how the platform works for both buyers and sellers. Here are five eye-opening numbers from the latest Amazon data that reveal what’s really fueling the marketplace’s relentless growth.
1. Over 3,700 New Sellers Join Every Day
It’s easy to forget just how quickly Amazon’s third-party marketplace is expanding. Recent stats show that more than 3,700 new sellers sign up every single day. That’s well over 1.3 million per year, pushing the total number of active sellers on Amazon past the 9 million mark.
Why does this matter? More sellers mean more competition, but it also means more innovation—new brands, niche products, and creative bundles that keep the marketplace dynamic. For shoppers, the selection keeps growing; for sellers, it’s a reminder to niche down, get creative, and use data to find less crowded opportunities.
If you want to dive into the full set of stats behind this trend, check out the latest Amazon marketplace data.
2. Catalog Size Tops 600 Million Products
Amazon’s U.S. catalog alone is now home to more than 600 million unique products. That number grows even larger when you add in international marketplaces. It’s not just books and electronics—categories like home goods, health, grocery, and pet supplies are exploding with new listings.
This level of product variety makes it both a goldmine and a maze for sellers. Winning requires sharper research, more focused listings, and the right keywords to rise above the noise.
3. Prime Day Order Volume Breaks Records
Each year, Amazon’s Prime Day sets new sales records, but the order volumes behind the scenes are staggering. In 2024, Prime Day generated more than 375 million items sold worldwide—an all-time high. And it’s not just big brands cashing in; independent sellers accounted for roughly 60% of Prime Day orders.
This trend signals a shift in shopper behavior, with more customers willing to try new brands and buy from smaller sellers if the deals and reviews are there. It’s also why more sellers are preparing bigger inventories, stacking offers, and using smart repricing tools to compete during event windows.
4. Mobile Shoppers Drive 60%+ of Orders
If you’re not optimized for mobile, you’re missing out—big time. Over 60% of Amazon purchases now happen on mobile devices, and that number keeps creeping up. Shoppers are browsing, comparing, and checking out on their phones more than ever, especially during flash deals and shopping holidays.
Listings that load quickly, have sharp images, and deliver a clear message win on mobile. If your sales have stalled, take a hard look at how your listings appear and function on a smartphone.
5. Overcrowded Niches = Lower Margins
As Amazon grows, so do the risks of entering oversaturated markets. Recent data shows that categories like electronics, beauty, and kitchen gadgets are especially crowded, leading to tighter margins and fiercer price wars.
Sellers who succeed now do it by spotting less obvious niches, bundling products, and targeting keywords with healthy search volume but lower competition. Avoiding oversaturated spaces is just as important as finding the next trending item.
If you’re not sure how to find the right market, this guide on how to avoid oversaturated niches is a must-read.
Final Take: Use the Hidden Stats to Guide Your Moves
Amazon’s headline numbers are only part of the story. Growth is everywhere, but so are challenges. The sellers who win are the ones who pay attention to the trends just beneath the surface: new seller signups, exploding catalog size, mobile-first shopping, record event orders, and the constant churn of crowded niches.
Pay attention to these stats and adjust your strategy. There’s always opportunity—if you know where to look and move before everyone else does.
